Cottontail said:
I think a lot of retailers did have a "one per" rule, although the dedicated scalpers can just run around to multiple stores, or order from multiple sites. It's difficult to stop that kind thing without laws, penalties, or something like a customer registry (which would be difficult to implement and would probably freak out a bunch of people).
Even when places would technically Limit online sales to "1 per person" it never actually worked out like that. As long as it's been kept online, it was a Scalpers Paradise, wherein many were using Bot programs to just automatically buy inventory for them.
A lot of "Drops" were so full of bot activity that any Real buyers would get kicked off the system, leaving Bots to snatch up inventory in the 2-3 minutes the drops typically lasted.
This made it literally impossible for the longest time to buy a console as long as they (the retailers) kept sticking to "Online sales only".
The retailers definitely Failed to do what they should have done to combat Scalpers, but most retailers likely didn't care and just wanted the stock gone, so it wasn't really a "Problem" for them.
It did indeed suck for Sony and MS though as that definitely must have cost them a lot of money.
Not sure MS did anything to combat Scalping at all.
All I've seen Sony do, at least inside Japan; was to put a Seal on the box that would be Opened when sold to the buyer.
In practice, this marks Consoles that may be destined for Resale, but if the Buyers don't care about a broken Seal and still buy the console at an exorbitant Markup, it does nothing to dissuade Scalping at all.